Meta Ads Management: Facebook and Instagram Advertising

Most often the change happened on the site rather than in the ad account: a button moved, the theme was updated, a pixel event disappeared. The algorithm gives no warning; it just stops understanding whom to look for. So the review starts by asking what exactly changed on the site the week results dropped, before anyone touches the creatives.

Because some events never reach Meta: ad blockers, browser settings, device restrictions. The system sees fewer conversions than actually happened and optimizes worse. Server-side sending closes this gap. It complements the pixel and doesn't replace it.

This happens specifically with lead generation inside Meta: leaving a phone number there is very easy, and some people do it without thinking. There are two ways out: make the form harder with questions that filter out casual users, or optimize for an event further down the funnel instead of the lead. The second works better, but it requires that event to be sent from your CRM.

A few at the start, so there's something to choose from, and regular refreshes after that. Meta needs different variations to find one that works, but they also fatigue faster than search ads: the same audience sees the ad too often and stops responding. Frequency is one of the metrics that shows this early.

Yes, that's what dynamic ads are, and for stores they are usually the most effective format. There is one condition: the catalog has to reach Meta and match the site. If a product is in the catalog but not on the site, the ad sends people nowhere, and you pay for it.

In yours. The pixel, business account and catalog belong to the business, not the contractor: the pixel accumulates audience data, and it can't be transferred. We take access for the duration of the work and remove it when the work is done, just as with other systems.

Work out exactly why it happened and file an appeal on the owner's behalf; we can't and won't do it for you. The most common reasons are predictable: a prohibited category, promises of results in the copy, non-compliant images. That's why we check the platform's policies before launch rather than after a ban.

Targeted ads are shown to people based on traits such as interests, behavior and similarity to your customers, rather than in response to a search. On Facebook and Instagram they appear in the feed and Stories for people who weren't looking for anything yet. That's why they work well where a product needs to be shown: something new, an impulse buy, a product that sells on looks. Search ads capture demand that already exists. Manual targeting matters less today than it used to: Meta's algorithm finds the audience itself, and what depends on us is the data it works with.

The Boost button in the app is the fastest way to show a post to more people, but it mostly optimizes for reach, profile visits or messages and offers almost no settings. For sales, ads are launched through Ads Manager: that's where you choose the objective, connect the pixel and catalog, and see which ad brings results. Before launch we check that the business account, pixel and ad account are registered in your name and that events from the site actually reach Meta.

It is Meta's public archive where you can see all active ads from any Facebook or Instagram page: copy, creatives, launch date and, for political ads, spend as well. You can search by page name or keyword, and no account is needed. We open it at the start of a project to see what competitors have been running for months, which is an indirect signal that an ad works but no proof, and which messages they have already dropped. We don't recommend copying other people's ads, but it helps you understand what buyers in the niche have already seen.